what does romney do now? we see this morning he has a new ad where he is speaking to the camera for 60 seconds, but is it too late? >> the reason that 47% is working is because it's new information. we don't want to hear the same thing over and over again. voters pay attention to it. >> look at this ad. for the first time romney is speaking directly to the people, is that too late? >> in a simple answer, yes. that should have been done three or four months ago. he solidified his control back in april. why is this ad only running now? when we look back at this campaign, i think we will realize you can't have the same impact as you did then. >> so did they not use that advantage? >> you can use it up to a point, and the fact is if you look at the numbers up to the republican convention, mitt romney was only a couple points behind in ohio. nationwide, it was 1%. this whole thing developed over the last three weeks, you have to give the democrats credit, they're on message particularly from the democratic convent